1. Privacy Value Networks Project
• Research Project funded by
TSB/EPSRC/ESRC, £2m, 09/08-08/11
• Oxford Internet Institute
• Bath University
• St Andrews University
• University College London
• Consult Hyperion
• BT
• http://www.pvnets.org/

2. Project Aims
• To account for value (and devalue) of data items
from the perspective of all stakeholders
• Company/government and customer/citizen
• Secondary users (e.g. other family members,
neighbours)
• To account for individual, commercial and
societal costs and benefits
• Immediate and long-term
• To model impact of data quality and transparency

3. Reality: Value and De-value
• Customers/citizens feel privacy is violated even
when data is handled in accordance with DPA
• Take action to protect themselves, e.g.
• Abandoning forms when phone number requested
• False DOB on social networking sites
• Decreasing data quality
• Discrepancy between customer/citizen and
“data shadow”
• Value networks – impact on 3rd parties?

4. Payment
e ft
t it y t h do Third
Id e n w hat I ID thief
am , ID data
W ho I Parties
L im
Brand damage
Facebook SN
i
S N te d
se
User P e S e rv rv i
rs o ic e ce
w it na
hh lo y ld
e ld a ta
a lt e n ts
in f y
Who I am, what I do
paym Advertisers
Who I am, what I do
o,
de CPM
ce t is in g
p ti A dver
on
Facebook r g e t in g
,P
ET io u ra l ta
s Behav
Org A
ased C P
ni ty C TR, incre
mu Reduced
m
Co
a
dat
S N Regulator
v ic e Potential
Friends Ser Insurance
SN employer
Tangible Devalue Tangible Value
Knowledge Devalue Knowledge Value
Intangible Devalue Intangible Value

5. Case studies
1. Biographical data (Identity and Passport Service)
2. Communications usage data on families and
geographical groups (BT)
3. Sensor-enhanced Facebook (students and young
professionals)
4. Longitudinal data families (MORI)
5. Financial data
6. HIV+ patient records

7. Mobile social sensing

8. Financial Services
• Methods #1 of 2
• Interview financially excluded people
• Seeking
• Role of personal information and privacy in service uptake?
• Value of protecting/ sharing personal financial info. w.r.t.
• Other family members
• Friends / neighbours / community
• Service providers
• Desired properties of services
• Recruitment
• Approaching voluntary credit support agencies (Citizens Advice,
CCCS, etc.) to recruit for us, so
• Trusted party engages the family member that deals with
financial management, at the point of doing it

9. Financial Services
• Methods #2 of 2
• Interview service providers
• Seeking
• What information is used to assess service provision risk?
• What information would allow ‘better’ decisions?
• How could existing information be better used to provide
services the users want?
• Values of personal information providers hold about customers
w.r.t.
• The customers
• The providers themselves
• Their competitors / other service providers
• Recruitment
• In talks with a high street bank
• Looking for wider range of service providers

10. Conclusions
• Time to re-think approach to data collection,
processing and retention
• Applying DPA, and beyond
• Consider value and de-value for all stakeholders
• Wider and long-term impacts for value networks
• Tool for impact modelling
• Can be used to facilitate Privacy Impact Assessments
(PIA)
• Improved data quality will benefit all
stakeholders